EPP Retail & E - Commerce Pricing
Forum 2025
AGENDA
Forum Day 1 - June 4
Welcome
Welcome Coffee and Registration
Opening Remarks
Pol Vanaerde – Founder – EPP Pricing Platform
Chair – Markus Husemann-Kopetzky – Guest Researcher at FU Berlin & CEO – Price Management Institute
SESSION 1. Understanding market forces & global competitive pressures
Navigate Change: Secure Your Pricing Strategy in the New Economic Landscape
- Master actionable strategies to adapt your pricing models during economic slowdowns, leveraging hybrid approaches despite data limitations
- Proactively develop risk management techniques to protect profitability by optimizing marketing spend across channels and SKUs
- Discover how to balance pricing and marketing elasticity to drive sustainable profit growth without sacrificing margins for market share
Lukasz Debski – Head of Pricing – Expondo
The evolving role of AI in commercial planning
- Discover how AI-driven insights are transforming promotional planning, price optimization, and forecasting across global retail markets
- Learn how leading retailers and brands are integrating AI into end-to-end commercial planning to drive agility, accuracy, and competitive advantage
Adam Ben-Yousef – Global SVP, Revenue Growth Management – o9 Solutions
When 8+2 is less than 10. Unlocking hidden pricing potential
- Know how to leverage partitioning to unlock new revenue streams after getting close to maximum willingness to pay
- Learn under what circumstances combining separate price elements would be beneficial
- Receive key takeaways for the strategic application and consolidation of partitioned pricing
Michal Wawrzkiewicz – Head of Revenue Management – Allegro
Break
Networking Coffee
From Experience to Impact: 7 Powerful Lessons in AI Pricing Gain practical insights
From real-world applications of AI in pricing. Felix Hoffmann shares seven powerful lessons shaped by his experience at Zalando and 7Learnings that are transforming retail profitability today
Felix Hoffmann – CEO – 7Learnings / Ex-Zalando
Dynamic pricing in a competitive market
- REMA and the Norwegian Grocery market
- Dynamic pricing with ESL – speed is everything
- Future priorities
Victoria Elisabeth Hoye – Pricing Analyst – Rema 1000
Lessons from the Field: Practical Applications of AI in Pricing & Promotion Optimization
The game has changed for pricing and promotion professionals. AI is no longer a future concept; it’s a present-day necessity. Join us to explore how leading retailers use AI to adapt and thrive. In this session, we’ll cover:
- Real-World AI Applications: Get practical examples of how AI optimizes pricing strategies and promotion planning.
- Merchandising and Supply Chain Alignment: Discover how AI helps unify these critical functions for better decision-making.
- Risk vs. Opportunity: We’ll openly discuss both the potential pitfalls and the significant advantages AI brings to our field.
You’ll walk away with actionable insights to navigate the evolving landscape of pricing and promotions.
Let’s tackle these challenges together!
Thom Iddon Escalante – VP Pricing & Promotions – RELEX Solutions
Break
Networking Lunch
Mind the Gap: Where Retail Pricing Falls Short—And How to Win
- Explore common blind spots in retail pricing strategies—from siloed decision-making to inconsistent execution—and why they’re costing more than you think
- Uncover practical approaches and proven frameworks that help leading retailers align strategy, systems, and teams for pricing success
Dr. Fabian Uhrich – Chief Product Officer – Quicklizard
Transform limited eCommerce data into actionable pricing decisions through proven methodologies & Levers in eCommerce that can be operated to augment pricing towards premiumization
- Preserving and growing profitability in a growing ecommerce business
- Promo mechanics, return rates, and other levers to ease pressure off of pricing when managing a channel
- Upcoming pricing capabilities I am trying to build at Puma to elevate capabilities
Madhav Rangarajan – Channel Manager Mobile App – PUMA Group
The Charity Effect on Willingness to Pay for EcoLabeled Clothing – Unlocking Additional Profit Potential Profit
- How does the charity effect influence customers’ willingness to pay for eco-labeled clothing?
- Explore how integrating charitable contributions impacts consumer purchasing behavior and price sensitivity
- Identify additional profit potential by analyzing purchase intentions of specific customer group
- Gain insights into the intersection of sustainability, consumer trust, and revenue growth in the fashion industry
Sebastian Maurus – Pricing Manager & Lecturer – University of Applied Sciences
Vorarlberg Arpan Guhathakurta – Master of Business Administration – MBA, Marketing, International Marketing and Sales
Break
Networking coffee
Retail & E-commerce
The Evolution of Private Labels: Not just a price-driven choice anymore
- Retailers continue to expect private labels to be their number one growth driver.
- Private labels go beyond providing shoppers with competitive price points, and retailers with margin opportunities.
- Goal today: win on quality, cost, and shopper experience.
Alexandra Correa – Retail Industry Principal – Vistex
Pricing on Autopilot: How DH Uses Multi-Armed Bandits to Continuously Optimize Priority Fees
- The idea: shifting from static rules and manual guesswork to data-driven algorithms that automate and optimize Priority Fee decisions
- The impact: a faster, self-learning system that adapts to changing market conditions and customer behavior, driving sustained revenue growth
Laurent W. Broering – Growth & Pricing Manager – Delivery Hero
Closing Remarks
Networking dinner sponsored by o9 Solutions
Join us for an exclusive Networking Dinner at La Terrazza, Palazzo Talìa — a refined 16th-century palazzo just steps from the Trevi Fountain.
After an inspiring day at the EPP Retail & E-commerce Pricing Forum 2025, gather with fellow industry leaders in one of Rome’s most stunning venues. Enjoy a relaxed, elegant atmosphere as you connect with peers over fine food, good conversation, and the timeless charm of Rome.
Forum Day 2 - June 5
Welcome
Welcome Coffee and Registration
Opening Remarks
Chairperson
SESSION 2. Consumer Insights & Value-Based Pricing
Panel Discussion
Panel Discussion: Unlocking the power of dynamic pricing: Real-time strategies for market leadership
- Discover success stories from industry leaders who have harnessed dynamic pricing to redefine profitability
- Understanding how dynamic pricing transforms market positioning by leveraging real-time data
Moderator: Ruta Donovan – VP of Marketing & Growth – 7 Learnings
Roelof Schouten Netten – Senior Lead- Pricing – On
Lukasz Debski – Head of Pricing – Expondo
Markus Husemann-Kopetzky – Guest Researcher at FU Berlin & CEO – Price Management Institute
Case Study: From Data to Decisions: Learnings from 2,000+ Pricing A/B test results at Zalando
- How Zalando built a pricing measurement engine to track thousands of test outcomes—and turned that data into strategic insights
- Learn why independent measurement, clear metrics, and A/B testing at scale helped unlock pricing value and organizational learning
Dominik Prugger – Principle Product Manager for Pricing Measurement & Metrics – Zalando
eCommerce Pricing: "Can Anyone Actually Compete with Amazon?"
- Amazon’s unbeatable 10-percentage-point margin edge: dissecting the secret sauce
- Leveraging AI-driven pricing engines to price smartly, and innovating in a landscape where traditional price competition is a losing game
- Strategic moves: Winning with unique and dynamic product assortments
Javier Anta Callersten -Managing Director and Senior Partner – BCG
Olof Darpo – Managing Director and Partner – BCG
Break
Coffee break and Networking
Working Roundtable
Ready to roll up your sleeves and tackle your specific pricing challenges? Welcome to our interactive round table sessions, where you’ll join intimate discussions with peers who share your priorities and pain points.
Here’s how it works:
Each 50-minute round gives you the chance to join the conversation that matters most to you right now. Pick your table, join fellow retail leaders, and dive deep into practical solutions. With two rounds, you can explore multiple topics that keep you up at night.
1. Algorithm vs Instinct: where judgement and automation meet in modern pricing strategy
As retailers increasingly adopt AI-driven pricing & promotion solutions, the question isn’t whether to automate — it’s how much. This roundtable explores the critical intersection between data science and human judgment. From promotional overrides to long-term strategic pricing, we’ll discuss where expert intuition still plays a vital role and how to embed it effectively alongside advanced machine learning and new-wave AI technologies. Join fellow pricing leaders to share practical approaches for blending machine intelligence with human insight to drive better, more resilient outcomes.
Moderator: Arvid Stenback – VP Solution Architecture – RELEX Solutions
2. Fashion Round Table – Navigating the Omnichannel: Consistent Pricing Across Platforms
This round table will address the complexity of managing pricing across multiple channels, with a focus on achieving consistency and avoiding channel conflict. It will explore strategies for managing pricing in online marketplaces, brick-and-mortar stores, and direct-to-consumer channels.
Moderators:
Carina Roellig – Director Business Development – Vistex
Davide Abis – Presales manager – Vistex
3. Profitability Under Pressure: Pricing Strategies for Uncertain Times
With rising costs, fluctuating demand, and intense competitive pressure, maintaining healthy margins is more challenging than ever. This roundtable explores how retailers can leverage data-driven pricing strategies to protect profitability—without compromising on customer value.
Moderators:
Thomas Hayek – Account Executive – 7 Learnings
Ruta Donovan – VP of Marketing & Growth – 7 Learnings
4. Retailer & Supplier Collaboration to Build Strategic Partnerships
This roundtable will explore how CPG/FMCG manufacturers can work more collaboratively with retailers to enhance revenue growth management (RGM) performance. The emphasis will be on building trust, aligning incentives, and improving access to retail data and trade transparency.
Moderators:
James Griffiths – Global Head of RGM, Presales – o9 Solutions
Stewart Beale – Senior Director RGM, EMEA – o9 Solutions
Pricing for Circularity : Rethinking value in retail and e-commerce
- Understand how circular models like resale, rental, and refurbishment are reshaping growth strategies
- Learn how pricing must evolve to capture lifetime value across multiple product cycles and service layers
- Discover how pricing functions need to evolve to unlock profitability and competitive advantage in a circular world
Maarten Moreels – Partner Commercial Strategy & Pricing – EY-Parthenon
Simon Murzeau – Partner Commercial Strategy & Pricing – EY-Parthenon
Break
Networking lunch
From Price Tag to Value Flag: Win the Perception Game
- Master the art of making price tags tell your value story. Learn how to use sophisticated brand architecture and AI-powered insights to justify better prices, even while fighting discounters
- Build a value perception that makes price comparison irrelevant. See how to combine customer insights, brand positioning, and smart loyalty programs to build pricing power that lasts.
Noel Wang – Global Director CoE – RGM Pricing Promo Strategy – Decathlon
Beyond Discounts: Tesla's Strategic Approach to Retail Value Optimization Master innovative value creation strategies that transcend
- Master innovative value creation strategies that transcend traditional discounting – discover how Tesla optimizes product bundles and alternative offers (like free supercharging vs. price reductions) to maximize perceived customer value while maintaining margins.
- Learn actionable techniques for customer segmentation using AI-driven clustering, enabling you to match specific value propositions to different customer segments without over-complicating your operational execution.
Thomas Pizzini – Pricing and Business Development Manager – Tesla